South Korea January 2026: Kia topples Hyundai to #1, monopolises podium

The Kia Sorento confirms it is the favourite of South Korean customers.

The South Korean new light vehicle market is up 13.5% year-on-year in January to 120,446 units. This includes 99,495 domestic manufacturers (+9.5%) and 20,951 foreigners (+37.6%). This month Kia (+12.3%) topples traditional leader Hyundai (+11.6%) to rank #1 brand for the first time since exactly a year ago in January 2025. Genesis (-1.7%) disappoints at #3, lodging its lowest monthly volume since last July at 8,671. BMW (+5.2%) overtakes Mercedes (+35.1%) to #4 while KGM (+38.6%) is up two spots on last month to #6 with 2.6% share vs. 1.8% last month. Renault Korea (-13.9%) is relegated to #7. Tesla shoots up 39220% to #8 but still only holds 1.6% of the market vs. 3.6% over the Full Year 2025. Audi (+164.7%), Toyota (+44.7%) and Lexus (+30%) also impress while newcomer BYD is in the Top 10 for the third month in a row at #10.

Looking at domestic models, the Kia Sorento (+12.5%) is back to #1 for the 4th time in the past 5 months, confirming the annual top spot it has held for the past two years. The Kia Sportage (-8.1%) is up to #2 for the 2nd time in the past 3 months, as a reminder it last ranked #1 in November 2021. The Carnival (-13%) completes a podium 100% Kia but disappoints year-on-year. Four Hyundais follow, with the Palisade (+98.1%) and Sonata (+42.1%) lodging the best performances but the Avante (-4%) and Grandeur (-12.2%) in negative. Notice also the Kia Niro (+248.7%), Kona (+47.7%) and Morning (+40.6%).

As for foreign models, the Mercedes E-Class (+54.4%) remains on top above the BMW 5 Series (+8.1%) while the Tesla Model Y takes the third spot. The Mercedes GLC (+26.2%) repeats at #4 ahead of the Lexus NX (+194.9%) up from outside the December Top 50 directly back to #5 while the BMW X3 (+29.5%) is up five ranks on last month to #6. Below, the new BYD Sealion 7 is up two spots to #7 while the BYD Atto 3 cracks the Top 10 for the first time at #8. Note the Telsa Model X is up to #24 with 210 sales and the Model S up to #35 with 140 units.

Previous post: South Korea Full Year 2025: Kia Sorento repeats at #1, Hyundai Avante up to #2

One year ago: South Korea January 2025: Kia Sorento lodges 5th straight win in slow market

Full January 2026 Top 30 All brands, Top 55 All domestic models and Top 50 foreign models below.